Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively feature celebrity performers to attract audience interest and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services here are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they offer personalized selections that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT services are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on digital platforms. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide bold and globally targeted content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enhanced media landscape in the future.